Raziskava strateških priložnosti podjetja z analizo njegovega zunanjega okolja

magistrsko delo

Abstract

Hitro spreminjajoči se trendi, potrebe kupcev, okoljske regulacije in razni drugi dejavniki v veliki meri vplivajo na poslovanje podjetja. Če želijo podjetja obstajati in dosegati dober konkurenčni položaj, morajo veliko svojih resursov, časa in znanja usmerjati v strateško planiranje, osnova katerega je zelo dobro poznavanje okolja, v katerem podjetje deluje. V teoretičnem delu magistrskega dela smo v uvodnem delu na kratko opredelili problematiko raziskovanja. V nadaljevanju smo z obravnavo MER-ovega modela integralnega managementa pojasnili pomen in vlogo strateškega managementa v podjetju ter pojasnili pomen strateškega planiranja na ravni strateškega managementa. V nadaljevanju naloge smo z vidika več avtorjev predstavili pomen analize in delitev zunanjega okolja podjetja. Na osnovi obravnavane literature smo prav tako podrobneje predstavili več metod oziroma orodij za proučevanje zunanjega okolja podjetja. Za izvedbo analize zunanjega okolja v aplikativnem delu naloge smo izmed proučevanih in predstavljenih metod izbrali analizo PESTEL, Porterjev pristop k analizi panoge in metodo sinteze zunanjih dejavnikov. V aplikativnem delu magistrskega dela smo se osredotočili na analizo širšega zunanjega okolja obravnavanega podjetja po metodi PESTEL. Prav tako smo na osnovi Porterjevega pristopa k analizi panoge izvedli analizo le-te ter v sklopu sinteze zunanjih dejavnikov predstavili najpomembnejše priložnosti in nevarnosti, ki se po našem mnenju pojavljajo v zunanjem okolju obravnavanega podjetja, kar je prav tako osrednji namen magistrskega dela. V zaključku naloge smo predstavili rezultate celovite izvedene analize ter naše predloge za nadaljnji razvoj in rast obravnavanega podjetja.

Keywords

strateško planiranje;poslovno okolje;zunanje okolje podjetja;integralni management;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[L. Jarni]
UDC:	005.21
COBISS:	26124803
Views:	555
Downloads:	131
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Research of the company's strategic opportunities with the analysis of its external environment
Secondary abstract:	Business performance is mainly affected by quickly changing trends, consumer’s needs, environmental regulations and many others. If the company wants to exist and be competitive, it has to direct many resources, time and knowledge towards strategic planning. Knowing the working environment is therefore necessary. Theoretical part of the master thesis consists of introduction, in which the topic of the research is defined. Later, the integral management MER model is applied with purpose to explain the meaning and the role of strategic management and strategic planning in a company. Following, the analysis and division of macro-environment is observed by different authors. Based on literature, macro-environmental study methods like PESTEL analysis, Porter’s five forces and external factor analysis summary are more thoroughly described and explained in the practical part. Practical part of master thesis is focused on widen macro-environmental analysis of case company using PESTEL analysis. Later, the Porter’s five forces analysis is used and the external factor analysis summary to portray important opportunities and threats of the chosen case company, which is the main purpose of the thesis. In the conclusion, the results of the whole analysis and our suggestions for future development and growth of the company are provided.
Secondary keywords:	Strategic planning;macro-environment;integral management MER model;PESTEL analysis;Porter’s five forces;EFAS-external factor analysis summary.;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	III, 70 str.
ID:	11759310